A Motivational Cognitive Mechanism Model of Online Social Network Advertising Acceptance: The Role of Pre-purchase and Ongoing Information Seeking Motivations

Abstract

Social media platforms such as social network sites (SNS) have become an essential part of users’ everyday activities. Users frequently engage in SNS to socialise and access information. The business model of several SNS firms is rooted in advertising. The challenge for SNS firms is to make sure that users accept SNS advertising. Based on uses and gratifications theory (UGT) and motivated reasoning theory (MRT), the current research offers a motivational cognitive mechanism model of SNS advertising acceptance. To assess the applicability of this model, the current research assesses how pre-purchase and ongoing information seeking motivations via cognitive processes influence users’ SNS banner ad click behaviour. To attest the offered theory and hypotheses, an offline survey using self-administered questionnaire was conducted with 240 SNS users living in Pakistan. Data supported the proposed model and indicated that pre-purchase and ongoing SNS information seeking motivations via cognitive processes influence users’ SNS banner ad click behaviour.